Direct marketing helps you 'reach the people you want'

Tuesday 27th of November 2007

Direct marketing is an effective marketing and PR tool as it helps you reach the people you want to reach, one expert states.

Ray Jones, from the Chartered Institute of Marketing (CIM), says that as a business, "you've got to be focused on your audience and know who you're speaking to".

"The whole purpose of the mail piece is to take your business further forward, whatever your service or product is. If you're getting returns you're missing your people and it's a complete waste of effort," he continues.

"The markets are really well segmented now so to waste time with poor database material is almost a criminal waste of money, time and the environment."

A recent survey by International Communications Research revealed that 73 per cent of respondents would be content to receive marketing information via postal mail, compared to just 18 per cent for email.